What is coaching?
There are any number of definitions of coaching but a useful one from W. Timothy Gallwey, from 2000 is this:
Coaching is "the art of creating an environment, through conversation and a way of being, that facilitates a process by which a person can move toward desired goals in a fulfilling manner."
For more information on training in Wellness Coaching as a field see, e.g., WellCoaches.
The difference between therapy and wellness coaching may be described this way: Therapy brings dysfunction to function; wellness coaching optimizes function.
What does a focus on "Wellness Coaching" as basis for helping the distressed consciousness do? It restarts our campaigns to do so, avoiding the "turf" wars of psychology and psychiatry. Or provides a way for them to braid.